Go.Compare needs to be the trusted source for their customers. See how they do it with Trustpilot as theirs.
Problem
Trust is crucial in the Insurance industry, and Go.Compare aimed to establish itself as a trusted source for its customers.
Solution
Partnering with Trustpilot allowed them to enhance their trustworthiness while gaining actionable insights to make customer-focused decisions.
Result
Trustpilot’s Review Insights help Go.Compare improve their products, website, and service based on Trustpilot analytics for a better customer experience.
Making financial decisions simple for UK consumers
When it comes to financial products and insurance, prices can be extremely confusing for consumers. That’s why price comparison sites like Go.Compare are so popular when it comes to choosing which financial businesses to work with. Different products make sense for different people. And consumers want to feel confident they’re not only selecting the right product for them, but that they’re also working with a provider they can really trust.
Go.Compare was the first comparison site in the UK to also focus on policy details rather than just listing prices, helping educate their customers on more than simply which products were more or less expensive. Insurance is nuanced with industry jargon and complicated terms and conditions. Showcasing comparisons this way helps their customers truly understand which product is most tailored to their unique financial needs.
Because of the nature of Go.Compare’s business, they need to be a trusted source for their customers. This means they need to use a review platform that already gives their customers confidence. They previously worked with Reviews.io, but switched to Trustpilot because it is more widely used in the UK so their audience tends to use it and trust it more.
“While we previously worked with Reviews.io, we chose Trustpilot because it’s highly trusted and widely used in the UK. It’s the go-to platform for reliable, honest reviews, offering independent validation that enhances consumer trust — critical to our strategy for driving engagement and managing our reputation.”
Insights that let customer needs guide business decisions
Go.Compare has almost 120k reviews on Trustpilot and they’ve managed to keep their TrustScore at a 4.7, which isn’t easy with such a high volume of reviews. It’s certainly a testament to their excellent dedication to their customers.
Trustpilot’s analytics tools also help them improve their customer experience by using each negative review to create a better experience for future customers. They’ve been able to make improvements to their business in areas like website usability, customer support, and product because of trends we’ve surfaced in their customer reviews.
Finding actionable insights from that many reviews can be time consuming — it’s a lot of different customer feedback to sort through. But with Trustpilot’s AI powered analytics tools, they receive monthly insights reports, compiling business recommendations based on the trends in all of their recent customer reviews, so that they don’t need to do any digging.
This, of course, includes trends from their lowest reviews so that they can see any glaring issues in their business. But it can also be trends like the one common negative aspect found in otherwise positive reviews, letting them know small changes they can make to their business to take their mostly satisfied customers and turn them into delighted customers. It lets them guide their business decisions based on exactly what their customers need, without them doing the legwork to understand those wants and needs.
Product and website improvements fueled by customer feedback
When it comes to product improvements, their Product Reviews are particularly important as well. They help their business track their different product’s qualities, features, and performance. This way they can get granular insights about specific products, and which ones are performing better or worse with their customers. Most products can be tweaked and improved, and this helps them continuously optimise each of theirs and easily spot potential areas for improvement.
Using customer trust to increase ROI
It’s great that when someone searches for them online, they find excellent customer reviews. That was a big part of their goal. But Go.Compare also wanted to optimise their marketing budgets and ROI by taking advantage of this customer trust they’ve worked so hard to build.
They have the highest number of 5-star reviews among price comparison websites on Trustpilot and they make sure to include this wherever they can in their paid advertising, to help increase conversion rates for each ad and stretch their marketing budgets further. They use it on their UK-wide digital posters found in public transport stations, in their TV ads, and in their paid social media campaigns. It helps them reinforce trustworthiness and show that they’re a trusted source across the UK.
Advertisements also aren’t the only place Trustpilot helps drive conversions for Go.Compare. Review widgets help them drive higher conversion rates on all of their high-traffic pages like their homepage and product pages for different insurance options. Positive reviews are prominently displayed to help visitors that are on the fence feel confident about Go.Compare’s reliability and use of the product.
A review management strategy beyond compare
With 120K reviews (a number that is growing every day) there are a lot of great benefits to Go.Compare’s business. But it doesn’t just happen by accident. Review management is key for high numbers of reviews.
Go.Compare has their Trustpilot review notifications filtered directly into Salesforce, allowing them to view how many reviews have been replied to each week — and by which agents — so they can assess agent productivity and understand the performance of their customer service team. Each morning this team responds to any reviews that are lower than three stars to quickly resolve any issues the customers have had and show anyone looking at their reviews that on the off-chance that they were to have a negative experience, Go.Compare would quickly resolve the situation with them.
Having their teams regularly monitor and respond to negative reviews has also helped them in the event of things like website issues. There have been multiple instances where major website issues have been immediately flagged by their Trustpilot reviews, which might have taken them much longer to notice on their own. This allows them to quickly resolve the issues and minimise the number of customers impacted by them.
They also make sure to tag reviews or create new automatic tagging categories — based on things like keywords or locations — when necessary. By tagging their reviews, they can automatically categorise reviews into different groupings and get insights from their reviews based on these groupings. If they’re looking to monitor or improve certain areas of the business, tagging is an excellent way to do this and ensure they get the insights from their reviews that will help them grow and improve. This lets their customer reviews do most of the work for them and lets them focus on making improvements based on these insights.
Trustpilot helps Go.Compare make product improvements, optimise marketing results and budgets, improve customer happiness, and build trust with new consumers every day. And by helping them do all of this with relatively low effort, it lets them keep a direct connection with their customers and continue to help them find the insurance that’s perfect for their needs.